The necessity to define reserves has been justified in the article as a market economy requires enterprises to improve production efficiency, competitiveness of products and services tailored to the introduction of scientific and technological progress, more effective forms of management and production management. An important role is given to the economic analysis of businesses in the implementation of this task. With its help the strategy and tactics of the enterprise are produced, plans and management decisions are grounded, their performance is controlled, and potential for raising efficiency is identified. The aim of the article is to outline the problems and assessing the economic reserves of the company, the development and justification of measures to improve the efficiency of the enterprise as a whole. Theoretical and methodological basis of scientific research consists of Ukrainian and foreign scientists’ works on the effectiveness of the company. It has been established that reserves of increasing the efficiency of the company is the possibility of achieving more effective activity as a result of providing appropriate influence of factors that allow rational use of available resources and organizational innovation potential. To achieve its goal, each company spends material, labor, financial and other resources, resulting in the result or effect of activity. The ratio of the effect or result of operations with resources expended shows the effectiveness of the enterprise. Based on the research the main principles have been highlighted that should be followed looking for reserves to increase enterprise’s efficiency, validity, complexity, taking into account the peculiarities of production, the interaction of various factors that affect performance and identify untapped reserves in all stages of the life cycle of an object or product. The classification of types of economic reserves of the company has been specified. Scientific innovation is in development of proposals to use reserves of efficiency increase of economic entities activity. Further scientific research should be aimed at forming a system of tools and techniques that are a synthesis of approaches to improve the functioning of the company.